The agency task was to create digital brand experiences showing the practical aspects, but featuring the unconventional design and the hedonistic driving fun of the new MINI Clubman. The digital driving experience is translated into elastic fun on the Nintendo Wii™, an interactive adventure online and a gesture-controlled cinema experience - popcorn buckets beware. Three new technologies sharing the 'other' view of the MINI Clubman: fun first, function second.

For the first drive-it-yourself advert local cinemas were turned into our virtual race tracks during the commercials before blockbusters and sneak previews. A motion sensor captured the audience's movements and turned them into steering impulses which allowed the audience to drive the MINI Clubman through the challenging track on screen via their body movements.

As a result, test drives increased significantly during the campaign.

Additionally, THE OTHER RANCH was the most photographed motive of the IAA. The pictures were spread immediately via blogs, flickr and through the media. THE OTHER RANCH generated three million contacts via national newspapers.